Tell us about the Opportunity / What is it?

The Council Advertising Network offers brands the opportunity to reach specific consumer segments as they use their local council's website to access specific content and services. That might be a new homeowner recording their move, new parents registering the birth of a child, or a small business owner changing their details as their company expands. Council websites are highly trusted and citizens go there to find answers, so there's no better place to offer them your help.

What is the Marketing Objective?

Advertising on council websites can generate leads, raise brand awareness, or drive people to specific content as part of your campaign. Many people coming to local government websites are looking for help, so relevant products and services will see above average results. But council websites are used regularly by a very broad set of demographics, so raising awareness and promoting content has also be shown to work well.

How does it work?

Your digital advertisement will appear on council websites across our network of local authorities. Leaderboards and iBars will be targeted around relevant content on the councils' websites. Audience members that need help with a specific issue will see your advertising on pages relating to their needs. As your campaign progresses, we will continually optimise its placement based on analysis of where and when it is performing best.

Who's used it in the past?

British Gas, Barnardo's, Macmillan Cancer ...

Features / Benefits

The Council Advertising Network allows you to target highly specific groups, all across the country.
Target by location - Over 90% of traffic to local government websites comes from IP addresses within their boundaries, which gives advertisers an excellent way to target audiences in specific local areas.
Target by context - Advertisers can ensure their messages are given relevance and context by targeting specific pages, sections or groups to increase response rates.
Target by job role - For advertisers targeting B2B, advertising can be shown to specific job functions.